HQ
DESIGN · CODE · SHIP

ShuHQ. Shu, Digital Architect.

The systems behind the brands. Designed, coded, shipped.

WhoIs Shu...

Shu, beanie pulled over the eyes, smirking

I design and build the systems that make businesses work online.

Digital Architect and GM at Bay38. Twenty-five years from shop floors to server racks: retail management, then a decade deep in eCommerce, B2B portals, and platform builds. Now I run a business by day and a fleet of AI agents around the clock.

I use AI as my development layer. I bring the architecture, the direction, and the quality control. Quality over speed, built right first time.

NOW PLAYING: BAY38 · CO-OP WITH NATHAN TAYLOR · NEW LEVEL LOADING

Shu's signature
25+ Years Commerce
10+ Years Digital
UK West Mids
BUILT · SHIPPED · RUNNING

TheWork...

01.

AI Development

AI as the delivery layer. A multi-agent fleet, HAL, and this site all shipped through it.

FLEET
SHIPPING SPEED
02.

Project Management

Departments built from scratch, teams trained from zero, delivery answering to Directors.

TEAMS BUILT
DIRECTOR-PROOF
03.

eCommerce & B2B

36,000+ sales at 100% feedback. Portals and catalogues pushed past factory settings for national distributors.

VOLUME
FEEDBACK
04.

Retail Operations

Thirteen years of high-volume stores. Top 10 of 300+, full P&L.

RANK
YEARS ON THE FLOOR
05.

Consultancy

Digital direction, straight answers. Audits, roadmaps, and platform decisions scoped right first time.

STRAIGHT ANSWERS
WAFFLE
06.

Systems & Automation

Real-time trackers, automated reporting, and tools teams actually live in.

UPTIME
SPREADSHEETS RETIRED
07.

Digital Marketing & SEO

SEO, PPC and feeds. 50,000+ customers, 150% growth in three years.

REACH
GROWTH
08.

Game Dev

Retro arcade games aimed at Steam. Hand-drawn art, CRT scanlines.

PIXELS
NOSTALGIA
INSERT COIN
WORKED WITH · BUILT FOR · RAN

Brands Worked WithNew & Old...

HAND-PICKED, NO ALGORITHM

OffThe Clock...

PC Tech

Rigs built by hand, tuned past sensible. The daily driver runs an RTX 5080 and a fleet of AI agents.

Retro Gaming

30 emulated platforms, Amiga to Neo Geo. The 8-bit wars never ended, they just moved house.

Record Shelf

250+ artists. Grunge backbone, Patton deep cuts, psybient for the late shifts. Desert island album: Mr Bungle.

Vintage BMWs

Straight-six or nothing. Forty-eight photos of the same E46 in one folder, every one a keeper.

Retro Collecting

Hardware, boxes, manuals, documentaries about all three. If it beeped in the 90s, it belongs here.

Making Noise

Synths and sequencers, 30+ projects deep in Reason. The output's hidden on this page. Keep your ears open.

SayHello...

Got something interesting? Let's talk.

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